Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era

5. When to Go Direct

When in doubt, go direct. The direct approach with customers is the most powerful form of marketing because it is the most likely to produce a sale, and it’s the most measurable form. Further, when happy customers enjoy a product or service, they are likely to tell friends about it, creating critical word of mouth and brand reputation.

While often considered less “sexy” than other forms of marketing communication (such as public relations, social media, and paid advertising), direct marketing yields great results. It is not usually public and splashy, and it doesn’t make media headlines, but direct marketing is the kind of one-to-one communication that triggers growth and snags long-term customers.

Direct marketing accounted ...